Vizio wants next-generation smart TVs to target ads to households

(Reuters) – Smart TV manufacturer Vizio has formed a partnership with nine media and advertising companies to develop an industry standard that will allow smart TVs to target advertisements to specific households, the companies said Tuesday.

FILE PHOTO: A visitor uses a remote control as she looks at television programmes during the annual MIPCOM television programme market in Cannes, southeastern France, October 4, 2010. REUTERS/Eric Gaillard

The consortium includes major TV networks like Comcast Corp’s NBCUniversal and CBS Corp, as well as advertising technology companies like AT&T Inc’s Xandr.

Addressable advertising, or targeting viewers on the household level based on their interests, has long been the goal of TV marketers. But TVs lack cookies that internet browsers use to allow ads to follow people around the web. And TV manufacturers have so far used different technology and standards to enable addressable advertising, hindering the industry’s growth, said Jodie McAfee, senior vice president of sales and marketing at Inscape, a subsidiary of Vizio.

“It creates a level of complication for (TV networks), and scale is critical,” he said in an interview.

Privacy advocates have voiced concerns that targeted advertising may invade privacy and the information gathered could be misused or hacked.

The consortium of companies, dubbed Project OAR, or Open Addressable Ready, hopes to define the technical standards for TV programmers and platforms to deliver addressable advertising on smart TVs, which are WiFi-enabled TVs with apps for services like Netflix Inc and Hulu, by the end of this year, McAfee said.

The consortium will need to decide on aspects like the technology to switch out ads and serve them to specific households, as well how it should be built, McAfee said.

While Inscape, which specializes in smart TV data, will build the technology, it will be an open standard, meaning any TV manufacturer or connected-device company will be able to integrate the standard in their products.

Vizio, which initiated the conversations with the nine partners, has committed to using the standard in its future TV models.

The California-based company is the second-largest smart TV brand with 16 percent of the North American market in 2018, according to information and analytics firm IHS Markit, behind Samsung which has 29 percent market share.

Reporting by Sheila Dang; Editing by Lisa Shumaker

Source link

more recommended stories

  • France delays signing of Internet pledge amid U.S. pressure

    BIARRITZ, France (Reuters) – France delayed.

  • Trump says U.S. would tax French wine in response to digital tax

    U.S. President Donald Trump speaks with.

  • App looks to get tips from coffee drinkers to Colombia growers

    BOGOTA (Reuters) – An app that.

  • U.S. House lawmakers ask regulators to scrutinize bank cloud providers

    WASHINGTON (Reuters) – Two U.S. lawmakers.

  • VMware to pay $5 billion for firms offering cloud security, developers platform

    (Reuters) – VMware Inc said on.

  • Volkswagen not interested in buying Tesla stake

    FILE PHOTO: Volkswagen AG CEO Dr..

  • Splunk to buy cloud software firm SignalFx in $1 billion deal

    (Reuters) – Data analytics software maker.

  • Ahead of G7 summit, Macron presses U.S. to help reform taxes on big tech

    FILE PHOTO: French President Emmanuel Macron.

  • Citigroup, BNP caught up in U.S. case against Huawei CFO: documents

    NEW YORK (Reuters) – U.S.-based Citigroup.

  • Intel unveils first artificial intelligence chip Springhill

    FILE PHOTO: Computer chip maker Intel’s.

  • Chinese smartphone maker Xiaomi posts 15% rise in sales, misses estimates

    FILE PHOTO: Xiaomi branding is seen.

  • Sony to buy ‘Spider-Man’ developer Insomniac Games

    FILE PHOTO: The logo of Sony.

  • U.S. grants Huawei another 90 days to buy from American suppliers

    WASHINGTON (Reuters) – The United States.

  • Shell debuts electric vehicle chargers in Singapore, first in Southeast Asia

    FILE PHOTO – A sign is.

  • Exclusive: U.S. set to give Huawei another 90 days to buy from American suppliers – sources

    SINGAPORE/WASHINGTON (Reuters) – The U.S. Commerce.

  • Alibaba and the $15 billion question: Amid Hong Kong’s protests, when to list?

    HONG KONG (Reuters) – Hong Kong’s.

  • Exclusive: U.S. to extend Huawei’s partial reprieve on supply curbs – sources

    SINGAPORE/WASHINGTON (Reuters) – The U.S. Commerce.

  • China’s Ninebot unveils scooters that drive themselves to charging stations

    BEIJING/HONG KONG (Reuters) – Segway-Ninebot Group,.

  • Amazon.com defeats IRS appeal in U.S. tax dispute

    (Reuters) – Amazon.com Inc on Friday.

  • Rental firm walks away from Tesla order after quality dispute

    FRANKFURT (Reuters) – Car rental company.

  • STAR Market tech board offers hope to Chinese venture capitalists

    SHANGHAI/HONG KONG (Reuters) – When Chinese.

  • Nvidia revenue tops expectations on strength in video gaming, auto units

    (Reuters) – Nvidia Corp’s quarterly revenue.

  • Online spending helps UK retail sales grow unexpectedly in July

    LONDON (Reuters) – British retail sales.

  • China’s Lenovo first-quarter profit more than doubles on record PC market share

    (Reuters) – Chinese PC maker Lenovo.

  • FCC chairman circulates order to approve Sprint, T-Mobile tie-up

    FILE PHOTO: A smartphone with Sprint.

  • U.S. aviation regulator bans select MacBook Pro laptops from flights

    FILE PHOTO: Apple company logos are.

  • Facebook paid contractors to transcribe users’ audio: Bloomberg

    FILE PHOTO: Attendees walk past a.

  • Exclusive: Google’s jobs search draws antitrust complaints from rivals

    BRUSSELS/SAN FRANCISCO (Reuters) – Google’s fast-growing.

  • Colombia fines Uber more than $629,000 for obstructing regulatory visit

    BOGOTA (Reuters) – Colombia’s commerce regulator.

  • Deliveroo quits Germany to focus on other markets

    FILE PHOTO: A biker wearing a.

  • Russia tells Google not to advertise ‘illegal’ events after election protests

    MOSCOW (Reuters) – Russia’s state communications.

  • Tesla electric car catches fire after hitting tow truck in Moscow

    Joe Young, media relations associate for.